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The Week in Social Analytics #140

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It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

On content marketing 

7 Types of Content You Still Aren’t Creating But Should Be [from Business2Community; written by Arnie Kuenn]

“. . .it’s more efficient and effective in the long term (and often times required for larger organizations) to take a broader view – to create content that can come to life in various formats, across many different platforms, and that can address multiple audiences.”

Do You Follow the 6 Content Curation Principles? [from PRblog; written by Kevin Dugan]

Tumblr is one of the best platforms for curating fantastic original content to share alongside your own original content. Here are six principles to consider to get you started on your curation journey:

content curation principles

The Super Bowl of Content Marketing Audits – Optimized, Socialized & Integrated [from Top Rank Online Marketing Blog; written by Lee Odden]

The big mistake: (But not as big as throwing a pass on 2nd down and 1 yard to go) The Discovery, Assess and Recommend process for Audits is often treated as a one-time event, usually at the start of an internal effort to re-align marketing efforts or at the start of an engagement with an outside digital marketing agency. That’s a mistake. Depending on the program, audits should be part of a quarterly or annual process to evaluate program performance.”

Emphasis original.

On understanding your audience 

Be Effective by Being Authentic [from Marketing Profs; written by Gillian Vallee]

“To convey honesty that compels customers to act, effectual marketing messaging goes beyond being true and correct. To resonate as genuine, a brand must demonstrate accessibility, inclusiveness, and familiarity.

Ask these questions often:

  • What promises are we making? How are we delivering on those promises?
  • How have we demonstrated our interest and investment into our customers’ needs and desires?
  • Are we relatable?
  • How have we let the customer ‘in’?
  • Prove that there is truth in advertising.”

I don’t know my online audience and neither do you [from grow; written by Mark Schaefer]

Mark raises some interesting questions and provides definite food for thought in this piece:

“I think this poses some interesting questions about marketing to an online audience.

  1. We are only measuring the loud people, a vast minority of those who love us. What is the danger of forming a marketing plan around a group that is probably less than 5 percent of the total audience?
  2. We cannot mistake ‘quiet’ for irrelevant. There is a huge number of passionate fans out there who just never tell us they’re passionate fans! They are a powerful group.
  3. If we can’t accurately measure our content audience through normal analytics channels, what CAN we do to more accurately know who’s out there sharing our content in some way?”

What do you think?

B2B Marketers Seek to Better Understand the Customer Buying Journey [from Marketing Charts; written by staff]

“Of note, certain mobile channels are slated for decreases: 4 in 10 respondents plan to cut spending for mobile QR codes and for mobile messaging, while 3 in 10 plan to reduce their mobile app spending.”

Regalix-Important-Factors-B2B-Future-Digital-Initiatives-Feb2015

 

Written by Sarah

February 6th, 2015 at 8:25 am

The Week in Social Analytics #138

without comments

It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

On campaigns and measurement 

Beyond Impressions and Reach: Connecting Campaigns to Conversions [from Marketing Profs; written by Stacy DeBroff]

“By keeping our clients’ business objectives in mind and implementing tactics that can map to those goals, we can handcraft social media and digital campaigns that change consumer behavior. And when we do that, we can dramatically prove out our value to the C-suite in a far more profound way than through reach numbers.”

How To Drive Measurable Social Media Results [from Heidi Cohen]

“But it’s difficult to yield measurable social media results on any social media network, based on AOL via Converto research. That’s because social media interaction tends to occur in the middle of the purchase funnel.

“Understand that social media is best at building awareness since it reaches a broad cross section of customers before, during and after they purchase.”

On content marketing 

Where Is Content Headed? [from B2B Marketing Insider; written by Michael Brenner]

“Storytelling and corporate social responsibility will stop being labeled buzzwords and will become business imperatives as consumers connect with the brands who do it well and who do it consistently.”

The Only Thing You Need to Know About Content Marketing Strategy [from Social Media Today; written by Lacy Boggs]

“Here’s the key: When it comes right down to it, nobody is going to care if your videos are shot on a fancy-pants video camera or your trusty iPhone — if the information is valuable and useful to them.

Action tip: Focus on creating valuable content in a variety of formats to create a content marketing plan that works for you.”

EGC is the Key Content Marketing Trend [from Convince & Convert; written by Jay Baer]

EGC = Employee Generated Content

“Consider your own experiences in the wild. If you go to Lowe’s and ask the guy in the blue vest how to work on a project, you listen and believe it more than if you just read something on their website. The personal (and personality) layer inherent in EGC matters.”

4 Types of YouTube Videos PR & Marketing Pros Should Make [from Cision; written by Teresa Dankowski]

“Video has the power to find and retain consumers, create brand recognition, boost engagement and convert sales. But what kind of videos, exactly, should your brand be posting on YouTube? Here are four types of videos PR and marketing pros should make:

  1. Tutorials
  2. Campaign Kickoffs
  3. Authentically showcase offerings
  4. Reinforce brand values”

Click through to the full article for details and examples for each type of video from brands who are already executing this style of content well.

Everything else 

Three digital marketing mega trends for 2015 [from Econsultancy; written by Ashley Friedlein]

“Let us start with the bombshell. There isn’t anything new on the digital marketing horizon for 2015 that excites me much in isolation. “

Definitely worth a read.

6 Tips To Build A Strong Social Media Customer Service Plan [from Wade Harman]

“When you are able to successfully listen as a brand, then you have succeeded in looking beyond the numbers and what the data can tell you about any one thing. It helps you to stay informed and personal with the follower and the customer, and they will always tell you what they need.”

The Week in Social Analytics #136

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It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

Marketing strategies 

If Your Holiday Campaign Failed, Start Working on Next Year Right Now [from Entrepreneur; written by Andy Lombard]

“The relationship with your audience has to be built continuously throughout the year so that you’re on your customers’ minds well before they start creating holiday shopping lists.”

New in 2015 

Three Digital Marketing Predictions for 2015 [from Business2Community; written by Andrew Hutchinson]

Content Marketing isn’t going anywhere, and neither is video marketing. Employee advocacy will continue to be important because if your own employees don’t believe in you (and your products) who will? But here’s the most important takeaway from this piece:

“The above trends are important to consider, as they’ll be important considerations from a wider industry perspective, but the real challenge of 2015 will be to understand how all this new data, all these new platforms, can be best tailored for your benefit.”

Learn the best practices, keep up with industry perspective, but always act on what you know about your audience and do what’s best for them.

“So What?” is the Big Trend of 2015 [from Geoff Livingston]

“Big data is not a new marketing trend. The ability to use it intelligently is.”

The One CES 2015 Trend Marketers Should Care About [from Social Media Today; written by Rohit Bhargava]

“In the future, the best customer experiences will be those that can integrate the data a brand collects on a customer with the data a customer chooses to share in order to improve their own experience.”

Content Marketing 

Falling Behind on Content? Catch Up With These Content Repurposing Tips [from TopRank Online Marketing Blog; written by James Anderson]

“These five repurposing methods bear repeating here.

  1. Turn Powerpoint decks into articles / blog posts
  2. Aggregate email interviews
  3. Break up a long article you’ve had published
  4. Repurpose press releases
  5. Revise old blog posts”

Everything else 

‘While You Were Away’ Will Make Twitter More Important for Business [from Soshable; written by JD Rucker]

“The new feature means that quality could trump quantity, or rather add to it. On Facebook, it’s better to post less and make it meaningful. Posting too much can hurt. With the new Twitter, it will likely make sense to focus on quality first but with the understanding that quantity will still help. In essence, “While you were away” means that you want to do whatever you can to generate some sort of interactions on some of your Tweets. If you do, your Tweets from minutes, hours, or even days ago have an opportunity to be seen by your audience in ways that were impossible in the chronological-only world of old Twitter.

Quality is new Twitter’s best friend.”

Emphasis added.

How Data Analytics Changes Marketing Campaigns [from Marketing Charts; written by staff]

“More than 7 in 10 executives believe that their reliance on data analytics for decision-making will either increase significantly (24%) or somewhat (47%) over the next 3 years, according to a report from Forbes Insights and Turn.”

ForbesInsightsTurn-How-Analytics-Changes-Marketing-Campaigns-Jan2015

The Week in Social Analytics #132

without comments

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

Brand Loyalty

Building Brand Loyalty in the Digital Age [from PSFK; written by Melanie Ehrenkranz]

“Brands have it rough in the digital age: the competitive set is growing for everyone as startups and homespun brands are sharing the stage with the big guys. With the fragmentation and distribution of media, branded signals are more diffused on the whole, but can catch fire without warning. One misstep can mean disaster, but one triumph is no guarantee of success. The landscape makes it harder to create impact with messaging or image alone. So it all comes down to creating meaningful experiences for people. Focusing on the fundamentals of product functionality, service excellence and dedication to quality at a time when much of the marketplace is speculation, hype and hot air is a serious strategic advantage.”

Emphasis added.

Strategy

Three Ways to Customize Content Across Social Channels for Greater Response [from Marketing Profs; written by Keith Quesenberry]

“Different aspects of your brand or product can be promoted in different ways, and matching objectives with channels can really pay off.”

Goals, strategy and tactics for change [from Seth Godin]

“The strategy isn’t the point, it’s the lever that helps you cause the change you seek.”

Content marketing and storytelling

Engage, Share and Buy: 3 Reasons Brand Storytelling Matters More Than Ever [from Social Media Today; written by Marc Cowlin]

“The brilliance of the combination of permission based marketing and great storytelling is that it matches both the needs of the customer, and those of the marketer:

  • The customer finds a non-disruptive form of content seemingly accidentally as they consume media (permission based) and that content is both entertaining and it connects emotionally (brand storytelling). If all goes as planned, the connection is so strong that they will engage and/or share with friends. Over time, as their brand affinity grows so does the likelihood of a purchase.
  • The marketer gets a brand impression that manages to build an emotional connection between the brand and their customer. That customer becomes an advocate of the brand by sharing the content with their friends and those friends do the same. Over time the viral impact of sharing and engagement lead to more buyers.

The rise of the jaded consumer and permission-based marketing has upped the importance of story and connection.”

Emphasis added.

Holiday marketing

Real Talk: How Social Media Drives Holiday Sales [from Social Media Today; written by Carlos Gil]

Excellent in-depth look at holiday marketing.

The Holidays and Social Media [from Soshable; written by Lauren Galli]

“The holidays can prove to be a powerful marketing tool via social media if utilized properly. Don’t allow your customers to feel that you’re capitalizing on their holiday spirit, however. There is a fine line between a holiday push and being overly aggressive. The number one recommendation for social media is to think about what you’d like to see as a consumer, and follow your own lead.”

Written by Sarah

December 12th, 2014 at 8:37 am

This Week in Social Media Analytics #63

without comments

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Simple Errors in Social Marketing Alienate UK Users [from eMarketer; written by staff]

“Basic errors like poor spelling or grammar in social media marketing messages are the best way to alienate UK consumers, according to July 2013 research from Disruptive Communications.”

Marketing Is Not A Bad Word In Social Business [from Business2Community; written by Michael Brito]

“Becoming a social business with no vision for where it’s going to take you is like investing thousands of dollars building your first dream home and never moving in to enjoy it. It’s a waste of time otherwise. I look at social business strategy as an enabler.”

New England Colleges With Biggest Social Media Reach [from GoLocalProv; written by staff]

“Colleges today are serving the most mobile and social customers in the world, many of whom are using multiple mobile devices to network and collaborate,” Afshar writes in the Huffington Post article accompanying his new ranking. “Today, social networking is the most popular use of the web. A 2012 study noted that students are choosing colleges with social media clout. A survey of 7,000 high school students revealed that university social media accounts influenced their selections.

Emphasis added.

Using Twitter To Predict (And Hopefully Avoid) Food Poisoning [from Social Times; written by Mary C. Long]

“After four months of stalking over 23,000 restaurant-going New Yorkers and gathering data on 480 likely cases of food-poisoning , the researchers behind nEmesis ranked the frequented restaurants based on the likelihood of getting sick after eating there.

When compared to inspection data provided by the New York City Department of Health, the guys behind nEmesis found their results showed an overlap of one third.

If a nEmesis app is developed, it could save us regular people from popping up in an episode of Kitchen Nightmares, as well as leaving food inspectors no excuse but to get tech-savvy. Fast.

Emphasis added. Fascinating application for the ongoing discussion of Twitter and health.

Twitter Is Testing Out A New ‘TV Trending’ Box At The Top Of Your Timeline [from TechCrunch; written by Ingrid Lunden]

“. . .the company appears to be is testing out a new feature where links to popular TV shows appear as Twitter cards at the top of your Timeline, complete with related Tweet data and show information.”

Marktr [written by Tumblr staff]

If you’re a business on Tumblr and not following the Marktr blog, we recommend you start. It’s fantastic insight from Tumblr’s Sales and Brand Strategy team.

Written by Sarah

August 16th, 2013 at 9:17 am